Make your brand ‘binge-worthy’ in four steps

Just one more episode.

We’ve all been there. You know you should be going to bed, doing laundry, hitting the gym or engaging in something more constructive than gluing your eyeballs to a screen, but you can’t help yourself. We’re in the age of binging, whether it’s the new series everyone is buzzing about or that old show you happened to stumble upon. (Personally, these are my favorite—you can watch the whole thing from beginning to end and don’t have to wait for new seasons to be released.)

What makes us binge—and how can your organization have that affect on consumers?

As I considered this question, I realized that there are many factors influencing this behavior that can provide clues into the effectiveness of your brand:

1. Start with the murder. I don’t mean a literal murder. Think of a television show that hooks you in right away. It starts with something big that grabs your attention. Within the first several minutes, it has you thinking “Holy cow, where is this going?” At that point, it’s got you. You’re going to sit there for days and weeks, following the story to find out what happens.